The effect of Price and Brand Image on Purchase Decisions and their Implications on Consumer Satisfactory of Ebara Pump Products in Jabodetabek

This research study highlights the role of purchase decisions in mediating price and brand image towards the customer satisfaction for Ebara pump. The population of this research is Ebara customers. The sample is taken using the purposive sampling method, consisting of 135 respondents. The research used a quantitative analysis approach. The data analysis methods using partial modelling with partial least squares determine how much independent variables affect the dependent variables. Research shows that the model influence on purchasing decisions is moderate and on customer satisfaction is strong, predictive capabilities are excellent, and the model performance between a structural model and a measuring model is fit. The hypothetical tests result in conclusions that there is a variable effect of brand image on purchase decisions, and the price perception affects the purchase decision. The brand image and price perception affect the customer's satisfaction. Indirectly, brand image and price affect customer satisfaction through purchase decisions. and and Menkaniwati ; ; Mitariani and Atmaja is a


Figure 1 Sales of Ebara Pump Product
Based on the data on the number of sales of Ebara pumps in Figure 1 above, it can be seen that sales of EBARA pumps were relatively high in 2016 (25843 units), while in 2017, there was a slight decrease of 24710. In 2019 the number of sales units again decreased to 24532 as well. in 2019, the number of resales decreased to 22133 and further decreased in 2020 to 17562. The covid-19 pandemic also caused this decline in sales. PT Ebara Indonesia needs to make improvements or increase sales in various ways to return to what they were before. This is the background for researching how to improve consumer purchasing decisions to increase PT Ebara Indonesia's products sales. To support this research, as a preliminary test, the researchers conducted a presurvey to several project contractors and owners to find out what was driving purchasing behavior by contractors and owners. In the pre-survey conducted by the researcher, several factors were raised, namely price perception, promotion, product quality, brand image and location.

Prasurvey result
Based on the pre-survey conducted by involving 28 respondents who are consumers and users of EBARA pump products, it is known that the results of the pre-research survey conducted from October 9, 2020 to October 12, 2020, there are two aspects of the variable that are considered the most dominant problem because the large numbers do not exist, namely: price and brand image. For the first rank, the price perception is seen from the results of the statement items as much as 82% agreed and 18% disagreed. This proves that most respondents think of the perception of the price offered by PT. Ebara Indonesia is still considered less competitive, so that consumers consider the level of consumer disapproval for the price variable. Furthermore, the variable with the level of disagreement in the pre-survey conducted by researchers is brand image. The brand image variable is seen from the results of the statement recapitulation, as many as 87% agreed and 13% disagreed. These results prove that there are still many respondents who think that the brand image of the EBARA pump still does not meet the expectations of consumers, so that it affects the level of consumer satisfaction. According to Kotler and Keller (2012: 67), price is one element of the marketing mix that generates revenue. Other elements generate costs. Price is the easiest element in a marketing program to customize, product features, channels, and even communication take a lot of time.
Because the role of price is very important, for that every product selling price set by the manufacturer will have an impact on the level of product demand. For this reason, pricing is very important in marketing a product because the price will be an important point for consumers to buy or not a product. In some cases, a high price will always be a consideration that consumers consider to buy a product; otherwise, a competitive price will be a priority for consumers to buy.
Kotler and Keller (2020, p. 274) "brand image (brand image) such as brand image is a perception that arises in the minds of consumers when remembering a brand of a particular product". Tjiptono (2019) "brand image is a description of the associations and consumer beliefs about a particular brand. While the association is an attribute that is in the brand and has a level of strength.
Based on the phenomena that exist at PT Ebara Indonesia, previous research on prices and brand image that are influential and significant on consumer satisfaction (Suwandi et al., n.d.), the authors will conduct research with the title: "The Influence of Price and Brand Image on Purchase Decisions, the implications for Satisfaction Consumers of PT Ebara Indonesia's Pump Products".

Literature Review
Price. According to Kotler and Keller (2020), price is one element of the marketing mix that generates revenue. Other elements generate costs. Price is the easiest element in a marketing program to customize. Product features, channels, and even communication take a lot of time. According to Kotler (2019), the price dimension consists of the following: 1) Price affordability Affordable prices are the expectations of consumers before they make a purchase. Consumers will look for products whose prices they can afford.
2) Price conformity with product quality For certain products, consumers usually do not mind if they have to buy at relatively high prices as long as the quality of the product is good. However, consumers prefer products with low prices and good quality.
3) Price competitiveness: The company determines the selling price of a product by considering the price of the product sold by its competitors to compete in the market. 4) Price suitability with benefits Consumers will compare the price of the product or service to be purchased with the benefits provided, whether it is appropriate or not.
Brand Image. Kotler and Keller (2019) "Brand image is a perception that arises in the minds of consumers when remembering a brand of a particular product". Tjiptono (2019) "brand image describes the associations and consumer beliefs about a particular brand. In contrast, the association is an attribute that is in the brand and has a level of strength. Keller (2020) explains that brands have several elements with different uses. There are brand elements used to build brands, survive by giving influence, and maintain brand equity from challengers or competitors. The elements are as follows: 1) Memorable, how easily consumers remember the brand.
2) Meaningful, how good is the brand's credibility, and does it represent the brand's products and consumers. 3) Likeable, the level of beauty and attractiveness of the brand. 4) Transferable, the brand's ability to represent a variety of product lines, not just being identical to one type of product. 5) Adaptable, brand relevance in the times 6) Protectable, legal protection of the brand, the market leader must avoid that the brand does not become a common word substitute for the product name.
Buying decision. Kotler (2019) "purchasing decisions are the stage in the decision-making process where consumers actually buy".

The effect of Price and Brand Image on Purchase Decisions and their Implications on Consumer Satisfactory of Ebara Pump Products in Jabodetabek
Page | 22 Consumer Satisfaction. According to Kotler and Keller (2019), satisfaction is a person's feelings of pleasure or disappointment resulting from comparing product performance or perceived results with expectations. This satisfaction will certainly be felt after the customer concerned consumes the product. But if the service exceeds expectations, the customer is very satisfied and happy and buys again. Dimensions of Consumer Satisfaction, things that can affect Consumer Satisfaction can be seen from the size or dimensions of Consumer Satisfaction according to Kotler & Keller (2019), namely: 1. Functional Satisfaction Satisfaction obtained from the function or use of a product/service. 2. Psychological Satisfaction Satisfaction obtained from intangible attributes 3. Confirmation of Satisfaction Expectations is not measured directly but is concluded based on the suitability/mismatch between customer expectations and the actual performance of the company's products. 4. Repurchase Interest Consumer satisfaction is measured by behaviour by asking whether the customer will shop or use the company's services again. 5. Willingness to Recommend Customers' willingness to recommend products/services to friends or family becomes the most important measure to be analyzed and followed up.

Framework and Hypothesis
In this study, purchasing decisions are placed as an intervening variable that mediates the effect of price perception and brand image on consumer satisfaction, so that the model framework in this study is as follows: Based on the research model framework above, the hypotheses in this study are as follows: H1 : Price has a positive and significant effect on purchasing decisions H2: Brand image has a positive and significant effect on purchasing decisions H3: Purchase decisions have a positive and significant effect on consumer satisfaction H4 : Price has a positive and significant effect on consumer satisfaction H5: Brand image has a positive and significant effect on consumer satisfaction H6: Price has a positive and significant effect on consumer satisfaction indirectly through purchasing decisions as an intervening variable H7: Brand image has a positive and significant effect on consumer satisfaction indirectly through purchasing decisions as an intervening variable.

Research design
In this study, the author uses a quantitative design with an explanatory survey method. Based on the research design in question, the research hypothesis was analysed through relevant statistical analysis techniques (quantitative). The choice of the explanatory survey method is to try to explain the causal relationship (cause and reciprocity) and test the effect of the independent variable (X) on the dependent variable (Y).

Population and Sample
The population in this study are MEP (mechanical, electrical and plumbing) contractors, MEP consultants and Owners (Developers) who are engaged in the High Rise Building project in the Greater Jakarta area with a population of 140 employees. Determination of the number of samples in this study using the provisions in the reference Hair in Ferdinand, 2005 that in SEM analysis, the number of samples required is 5-10 times the number of indicators of all variables, so the number of samples used in this study is 135 respondents.

Data collection
The data in this study were obtained from the results of distributing questionnaires. The questionnaire used used a Likert scale of 1-5 with a gradation of answers strongly disagree (STS) = 1; Disagree (TS) = 2; Doubtful (RR) =3; Agree (S) = 4 and Strongly Agree (SS) = 5.

Data Analysis Techniques
The data in this study were analyzed in several stages of analysis, namely (1) descriptive analysis of respondents' characteristics; (2) Descriptive analysis of research variables and (3) Partial Least Square (PLS) analysis. Descriptive analysis of respondent characteristics and descriptive analysis of research variables were carried out with the help of the SPSS program, while the PLS analysis would be carried out with the help of the SmartPLS version 3 program.

Results
The results of data analysis in this study consist of the results of descriptive analysis of the characteristics of the respondents, the results of descriptive analysis of research variables and the results of PLS analysis which will then be used to test the hypotheses in this study.    Table 2 all constructs have an AVE > 0.5 so it can be stated that the PLS model has met the criteria for convergent validity required. Furthermore, in the discriminant validity test in Table 3, all constructs proved to have met the required discriminant validity criteria, such as the square root value of the AVE of all constructs having exceeded the correlation between constructs and other constructs. Furthermore, the composite reliability test results in Table 4 show that all constructs have met the required composite reliability criteria as indicated by the Cronbachs alpha value > 0. 7

Characteristics of
Based on the results of the predictive relevance test (Q2), the value of 0.907 (≥0) is greater than 0. This shows that 90.7% of the variation in the variable

Hypothesis Testing Results
The results of hypothesis testing in Table 7 show the following results: 1. H1 is accepted because the T-statistic value of 3.665 is greater than 1.96. With a coefficient value of 0.151, it means that the price has a significant and significant influence on purchasing decisions. 2. H2 is accepted because the T-statistic value of 7.228 is lower than 1.96. With a coefficient value of 0.013, it means that brand image has a positive and significant influence on purchasing decisions. 3. H3 is accepted because the T-statistic value of 5.912 is greater than 1.96. With a coefficient value of 0.628, it means that purchasing decisions have a positive and significant influence on consumer satisfaction. 4. H4 is accepted because the T-statistic value of 2.101 is lower than 1.96. A coefficient value of 0.152 means that promotion has a positive and significant influence on consumer satisfaction. 5. H5 is accepted because the T-statistic value of 2.696 is greater than 1.96. With a coefficient value of 0.267, it means that brand image has a significant and significant influence on consumer satisfaction. 6. H6 is accepted because the T-statistic value of 3.068 is greater than 1.96. With a coefficient value of 0.139, it means that the price has a positive and significant influence on consumer satisfaction indirectly through the purchase decision variable as an intervening variable. 7. H7 is accepted because the T-statistic value of 4.704 is lower than 1.96. A coefficient value of 0.304 means that brand image has a positive and significant influence on consumer satisfaction indirectly through purchasing decisions as an intervening variable.

Regression Equation
The first equation is related to the relationship between purchasing decisions with price and brand image with the following equation formula: Purchase Decision = 0.151* Price + 0.013* Brand Image + 1 From the existing path coefficient values, the variable that has a strong or most dominant influence on purchasing decisions is price with a path coefficient value of 0.151, followed by the weakest variable brand image with a path coefficient value of 0.013, based on these results, it can be concluded that the price is the main factor that makes someone loyal to the purchase of Ebara Pumps.

The effect of Price and Brand Image on Purchase Decisions and their Implications on Consumer Satisfactory of Ebara Pump Products in Jabodetabek
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The effect of Price and Brand Image on Purchase Decisions and their Implications on Consumer Satisfactory of Ebara Pump Products in Jabodetabek
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Discussion The Influence of Price Perception on Purchase Decisions
This study proves that the perception of price has a positive and significant effect on purchasing decisions to be a supporting factor for consumers in making purchasing decisions. The results of previous research conducted by Harwani

The Influence of Brand Image on Purchase Decision
The results of the analysis in this study indicate that brand image has a positive and significant effect on purchasing decisions as a supporting factor for consumers in making purchasing decisions.
The results of previous research conducted by (

The Effect of Purchase Decisions on Consumer Satisfaction
The results of this study indicate that purchasing decisions (Y) have a positive effect on the consumer satisfaction variable (Z). Thus, it is shown that it is concluded that purchasing decisions have a positive and significant effect on consumer satisfaction. The results of previous research conducted by Ibhar

The Influence of Price Perception on Consumer Satisfaction
The results of this study indicate that price (X1) has a positive effect on the consumer satisfaction variable (Z). Thus, it is shown that it is concluded that purchasing decisions have a positive and significant effect on consumer satisfaction.

The Effect of Brand Image on Consumer Satisfaction
The results of this study indicate that purchasing decisions have a positive and significant effect on consumer satisfaction. Where the results of research conducted by Ibhar, Zulkamain and Indarti (2019); Setiawati and Tyas (1970); Rivai, Suneni and Febrilia (2019); Dianah and Henny (2017); Hosseini (2017) states that brand image has a positive and significant effect on consumer satisfaction. Thus the research above is in line with the research conducted by Ibhar, Zulkarnain and Indarti (2019). So that it becomes a factor that affects customer satisfaction.

Indirect Effect of Price Perception on Customer Satisfaction Through Purchase Decisions
The results of this study indicate that price (X1) has a positive and significant effect on the consumer satisfaction variable (Z) indirectly through purchasing decisions (Y). Thus, it is shown that it is concluded that purchasing decisions have a positive and significant effect on consumer satisfaction. . This is a factor that affects consumer satisfaction indirectly through purchasing decisions.

Indirect Effect of Brand Image on Customer Satisfaction Through Purchase Decisions
The results of this study indicate that Brand Image (X2) has a positive and significant effect on the consumer satisfaction variable (Z) indirectly through purchasing decisions (Y). Thus, it is shown that it is concluded that purchasing decisions have a positive and significant effect on consumer satisfaction.